Here is the complete text of his book entitled Propaganda, which outlines the ways in which consent may be elicited without the public's conscious perception of the process.
And it's an eye-opener. This is quite an old work, but it is from the pen of the man who: 1. Invented the term and profession of "public relations"; 2. Got women to smoke in the 1920s despite strong cultural prohibitions, by piggybacking on the Women's Rights Movement; 3. Made bacon-and-eggs popular as a breakfast meal at the behest of the pork and poultry industries; and 4. Helped jumpstart a brutal coup, engineered partly by the CIA, of the reformist Guatemalan government by creating a fictitious "revolution". The newly-installed regime acted in ways which strongly profited the United Fruit Company. The term "banana republic" stems directly from this masterwork of propaganda. (More info here.) He also played a part in marketing the concept of mass-fluoridation of drinking water.
Here is a quote from Bernays:
The conscious and intelligent manipulation of the organized habits and opinions of the masses is an important element in democratic society. Those who manipulate this unseen mechanism of society constitute an invisible government which is the true ruling power of our country. ...We are governed, our minds are molded, our tastes formed, our ideas suggested, largely by men we have never heard of. This is a logical result of the way in which our democratic society is organized. Vast numbers of human beings must cooperate in this manner if they are to live together as a smoothly functioning society. ...In almost every act of our daily lives, whether in the sphere of politics or business, in our social conduct or our ethical thinking, we are dominated by the relatively small number of persons...who understand the mental processes and social patterns of the masses. It is they who pull the wires which control the public mind...
If you can influence the leaders, either with or without their conscious cooperation, you automatically influence the group which they sway. But men do not need to be actually gathered together in a public meeting or in a street riot, to be subject to the influences of mass psychology. Because man is by nature gregarious he feels himself to be member of a herd, even when he is alone in his room with the curtains drawn. His mind retains the patterns which have been stamped on it by the group influences. A man sits in his office deciding what stocks to buy. He imagines, no doubt, that he is planning his purchases according to his own judgment. In actual fact his judgment is a melange of impressions stamped on his mind by outside influences which unconsciously control his thought. He buys a certain railroad stock because it was in the headlines yesterday and hence is the one which comes most prominently to his mind; because he has a pleasant recollection of a good dinner on one of its fast trains; because it has a liberal labor policy, a reputation for honesty; because he has been told that J. P. Morgan owns some of its shares.
Trotter and Le Bon concluded that the group mind does not think in the strict sense of the word. In place of thoughts it has impulses, habits and emotions. In making up its mind its first impulse is usually to follow the example of a trusted leader. This is one of the most firmly established principles of mass psychology. It operates in establishing the rising or diminishing prestige of a summer resort, in causing a run on a bank, or a panic on the stock exchange, in creating a best seller, or a box-office success.
Truly shocking stuff. One can only imagine the heights to which this art has grown, powered with sophisticated tools such as MRI and CAT-scan-powered neuromarketing techniques.
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